about






Project



Role





Duration






DeliverablesUnsettle c003 // 10000BPM Collection Launch
Creative Director - campaign concept, art direction, styling, editorial, launch strategy
8 months product development → 1 months production sprints → 4-week launch
16+ piece collection, Lookbook, editorial film, photography direction, product rollout, copywriting, digital presentation





Overview & Objective


For the third seasonal release for Unsettle, I developed a bold creative narrative: “10,000 BPM” - a visceral homage to rhythm, movement, and the communal pulse of sound. The objective was to present the project as more than a release - it was a cultural experience. To bring it to life, I partnered with several local artists, photographers, retail spaces, and sponsors for a multi-channel launch.





Roles & Responsibilities
  • Creative Leadership: Led ideation of mood boards, set design, styling direction, talent calls, and shot descriptions.
  • Team & Talent Management: Assembled SF-based DJs; led a crew including videographer, lighting, stylist, and production assistant.
  • Production Direction: Oversaw on-site art direction, lighting setup, choreography integration, and captured the interplay of stills and motion.




Creative Strategy & Execution

Concept Ideation
  •  Developed the “10,000 BPM” concept intersecting music, Eastern philosophy motifs, and workwear influences.

Location & Talent
  • Shot in a local Oakland warehouse with space-bare concrete walls, overhead truss lighting, echoing workwear references.
  • Featured local DJ’s and photographers who embodied rhythm and physical storytelling.

Visual & Rhythm Execution
  • Light treatment: strobing mixed with controlled accent lighting - producing energy and motion blur.
  • Styling: high-contrast pairings; fabrics that emphasize the intersections (pinstripe, headphones, frayed edges).





    C. Product Design
    Pillar

    Genre-bending



    Temporal Styling 




    Subcultural Echo





    Function     Execution

    Garments feature interplayed detailing (e.g., double knee pockets on a shirt) 
    Layered, industrial silhouettes paired with sharply minimal looks created timeless appeal across each item.
    Locations referenced underground transit tunnels, rave aesthetics, and office-core decay - bridging nightlife and labor.


    Each piece features unique technical detailing - a signature understood by Unsettle’s audience.






    Launch: Pop-Up Activation
    • Partnered with Chameleon Vintage on Haight St. in San Francisco to host
    • Featured 6 DJs bringing together a strong community base
    • Worked with event videographer to capture through-out the pop-up experience
    • Brought on complementary sponsor to expand awareness and provide drinks (Kace Tea).





      Outcomes & Metrics


      • Social Reach: 300K+ organic impressions across Instagram and Website; engagement rate of 1.5x higher than past drops.
      • Event Activation: ~200 RSVPs to our pop-up in the first week - sparking community momentum.
      • Category Expansion and Sales: Increased product SKU’s within multiple categories and resulted in highest sales numbers YoY on drop day by 3x.
      • Brand Impact: Strengthened brand position as cultural connector - between music, movement, and visual momentum.


      Teamwork & Leadership


      • Directed tight-knit creatives: photographer, stylist, retail space managers, models.
      • Ensured smooth integration of creative direction and GTM collection launch.
      • Fostered an open, improvisational set, encouraging dancers to own creative narrative and bring energy to still frames.


      Credits


      Creative Direction, Brand Strategy, GTM Launch: Charlie Yip
      Photographer: Kevin
      Film Director: Josh Tonga
      Talent: Sanny Bisquerra, Lil MyMy
      Product Development: Charlie Yip